Returning to the development of the "prosumer" market, this has now begun to acquire the target rich terra firma of the demographic. If one looks through articles in the trade papers, we can acknowledge that an ill-defined market of technophiles, enthusiasts and fanboys, has been redrawn in more precise terms, within electronics.
Here is Nokia on its plans for a mobile phone that will take advantage of comvergence:
Looking to the future, Nokia is predicting – perhaps unsurprisingly – major growth in the proportion of converged mobile devices sold. It also sees purchases being split between enterprises and ‘prosumers’ – highly knowledgeable individuals who are able to make very informed purchasing decisions.
“By 2009 we expect that companies will select and buy the devices used in 50% of all cases,” says Petts. [Senior Vice President for Nokia Enterprise Solutions]. “The rest will be prosumers selecting from an approved company list or buying freely. Today, the proportion that is the company itself choosing and buying the devices to deploy is much smaller.”
We can note the role of prosumers in complex purchases, and how they form the vanguard for individual purchases, a stepping stone between the corporate and the retail markets.
Brightcove, a company aiming to detach professionals and "professional amateurs" away from the equal opportunity platform of Youtube, has also defined this niche:
Unlike YouTube, Brightcove focuses on professional video producers and near-professional-level amateurs, or “prosumers” as they are called in consumer electronics parlance.
“The Brightcove network is open, but the Internet TV tools are built for professionals, so for a ‘prosumer,’ Brightcove can be an exciting way for them to bring their content to market,” said Mr. Berrey.
There is now a clear indication that individuals who have attained a level of technical knowledge in particular consumer electronics niches are targeted as buyers of products and as producers of professional material. We can see both facets of information: greater power on the part of the purchaser and a wider network in which he can disseminate his wares, possibly for peer approval and profit. The network effect of the internet has given these niches critical mass and power in the marketplace.
As the word prosumer is now acquiring a certain cachet and is flexibly applied across diverse marketplaces, we begin to see the term 'professional amateur' for those who both buy and contribute to a wider media, such as video, Photoshop art or other creative endeavours.